In this Partner Interview published on solli and sponsored by PurpleLab, Megan Berwick (Senior Director of TV and Media Partnerships, PurpleLab) and Matt Papa (VP of Business Development and Partnerships, OpenAP) explore how pharma marketers are rethinking TV as audiences fragment across linear, streaming, connected TV and on-demand environments.
They explain why traditional TV buying is no longer enough in healthcare, and how unified, data-driven audience planning helps brands reach the right patients and HCPs more effectively across channels. They also highlight the need to use the same audience framework across planning, activation and measurement, with pharma-specific outcomes such as audience quality, script lift and prescribing behavior giving a clearer view of performance than reach and frequency alone.
Looking ahead, they argue that TV remains a powerful channel for pharma, combining scale, attention and credibility, plus that better data and measurement will improve both campaign performance and the viewer ad experience.
